Tech Lab Partners

The IAB Tech Lab collaborates with the Digital Advertising Alliance (DAA) in the creation of new AdChoices programs in digital video and mobile to strengthen consumer privacy options across the interactive landscape. In addition, the Tech Lab’s mission includes advancing tools and protocols in alliance with the Trustworthy Accountability Group (TAG).

Digital Advertising Alliance (DAA)

The Digital Advertising Alliance (DAA) establishes and enforces responsible privacy practices across industry for relevant digital online advertising, providing consumers with enhanced transparency and control. Through multifaceted Principles that apply to data gathered from a particular device in either the desktop or mobile environments, the DAA program addresses practices for multi-site data collection and use generally. The DAA is an independent, non-profit organization led by the leading advertising and marketing trade associations.

The DAA’s Principles apply to interest-based advertising (sometimes called online behavioral advertising) and other applicable uses of Web viewing and application data collected from a particular computer or device over time and across different, unaffiliated Web sites and apps.

A prominent feature of the DAA’s program is enhanced notice via an icon – the DAA Icon illustrated above – to clearly inform consumers about data collection and use practices. Entities participating in the program may use the DAA Icon and one of the approved wordings to represent adherence to the DAA Principles and as a means for providing enhanced notice of interest-based advertising practices.

Trustworthy Accountability Group (TAG)

Trustworthy Accountability Group (TAG) is a first-of-its-kind cross-industry accountability program to create transparency in the business relationships and transactions that undergird the digital ad industry, while continuing to enable innovation. A joint marketing-media industry program, TAG was created with a focus on four core areas: eliminating fraudulent digital advertising traffic, combating malware, fighting ad-supported Internet piracy to promote brand integrity, and promoting brand safety through greater transparency. TAG was created by the American Association of Advertising Agencies (4A’s), Association of National Advertisers (ANA), and Interactive Advertising Bureau (IAB) and works collaboratively with companies throughout the digital ad supply chain.